Rachel S. Gross recently reviewed Jeffrey K. Stine's Green Persuasion: Advertising, Voluntarism, and America's Public Lands (Smithsonian 2021) for H-Environment. Gross writes:
In the 1980s, Hollywood tough guy Charles Bronson took his vigilante reputation to the world of public service. Bronson was a perfect poster boy for the Ronald Reagan-era PR effort, Take Pride in America. In TV ads, Bronson, along with fellow actors Clint Eastwood and Louis Gossert Jr., decried “bad guys who beat up on trees” and encouraged listeners to take voluntary action to help solve the problem (p. 62). The Take Pride ads were a curious take on the pressing environmental issues of the day. To be sure, vandalism did occur but to name that as a central environmental issue and to use Bronson’s image to convey pride in land as a masculine and patriotic concern were deflections. Just what these ads were a distraction from is the question that Jeffrey K. Stine addresses in Green Persuasion: Advertising, Voluntarism, and America’s Public Lands. Stine argues that the Take Pride in America campaign, which pushed voluntarism as a solution for the issues plaguing public lands, was a reflection of the conservative ideology that government was a problem rather than part of a solution. The Take Pride in America program suggested “that the enlightened self-interest of the private sector offered the ideal approach to public lands stewardship” (p. 53).
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Stine faces a challenge in that his book is an analysis of a government program that in the author’s own assessment was ultimately ineffectual and unimportant. In addition to showing the program’s lack of effectiveness, Stine also makes the case for why such an analysis is necessary. For Stine, the office was a failure but a revealing one, in that its longevity reveals a political history of conservative approach to environmental (lack of) action. Namely, Take Pride in America and the agenda of voluntarism it pushed via a succession of Republican administrations reflect a partisan divide on environmental policy, where conservatives aimed to deflect attention away from how they underfunded federal land agencies.






